01
Project Overview
We set out to build a more reliable pipeline by moving prospects from passive awareness to active evaluation. The campaign was structured around three core pillars: a data-driven report, an interactive estimator, and personalized roadmaps, each designed to build context before the first sales conversation.
I led the creative and structural strategy, designing an allbound system that scaled from brand storytelling to automated, sales-ready assets.
A data-linked deck that auto-populates with relevant inputs, enabling sales to generate tailored outputs instantly.
An automated calculator designed via a third party integration to translate real-time user inputs into dynamic, personalized maturity assessments.
02
Automated Calculator
I engineered the calculator as a diagnostic engine rather than a static form. Every user input maps directly to the Maturity Model. This allows the system to score responses in real time and classify organizations into defined operational stages.
The platform generated a fully personalized diagnostic report instantly. I designed the logic to translate raw user data into a bespoke recovery roadmap. This identifies operational gaps and quantifies potential value recovery without human intervention.
This transformed the sales discovery process. Every submission surfaced structured intelligence: maturity level, priority friction points, and quantified opportunity areas. Sales reps entered discussions with context. This enabled sharper discovery and more focused conversations.
Interactive environments built on Spline and character-led storytelling for maturity stages.
Ads, reports, guides, and videos working together to support a single campaign idea.
03
Creative Direction
Decision-makers know they need better contract management but don't feel the pain until it's too late. We need to move the problem from the "Admin" bucket to the "Security/Profit" bucket.
I conceptualised the idea of “The Corporate Heist” to reframe contract inefficiency as an active revenue leak occurring in plain sight. This framework created urgency.
I chose to introduce characters to surface the emotion behind an otherwise data-heavy narrative and to make abstract operational states more recognizable and memorable.
The visual logic followed an evolutionary progression. Shapes and color reinforced this. Early-stage maturity looks angular, and as efficiency increased, the forms transitioned into more balanced and fluid compositions. The final stage of the maturity model resolved into a circle, the most structurally stable geometric form. And this circle ultimately evolved into a coin to represent secured revenue.
The concept unified brand, demand generation, and sales enablement, creating a consistent voice across all touchpoints, from microsites and ads to printed books.
04
The Outcome
80%
Estimator completion rate
38
New core ICPs engaged
